AR Notre Dame: L’Oréal’s cultural bridge to China

23 Sept 2024

French beauty giant reinforces its commitment to China with immersive Notre Dame augmented reality exhibit, blending heritage, tech, and social responsibility.

L’Oréal Group has brought Notre Dame cathedral’s 3D digital twin, the immersive “Notre Dame de Paris, The Augmented Exhibition,” to Beijing in partnership with the National Museum of China.

“Creating beauty that moves the world is L’Oréal’s mission,” said Vincent Boinay, L’Oréal North Asia President and China CEO, in an interview with Jing Daily. “To do this, we champion the essentiality of beauty in shaping identity, confidence and societal influence.”

Beijing exhibition visitors can explore the French Gothic masterpiece’s 850-year history, from its origins in the 12th century to its ongoing restoration after the devastating 2019 fire. Using a portable, touch-screen tablet, they can witness 3D simulations of moments like Napoleon’s coronation and hear the cathedral’s tolling bells and organ.

The Bettencourt family, heirs of the L’Oréal Group, and L’Oréal itself, donated 200 million euros ($222 million) to the cathedral’s restoration following the fire and sponsored the Public Institution for Notre Dame de Paris and French augmented reality company Histovery to develop the high-tech digital experience.

Four authentic historical pieces from Notre Dame, including a gargoyle and a chimera, have also been exclusively brought to Beijing. Three of these are being exhibited outside France for the first time to mark the 60th anniversary of Sino-French relationships.

“Through this unique exhibition, we aim to inspire more people to join us in safeguarding, celebrating, and sharing the vitality, creativity, and unity of beauty embodied by this cultural icon,” says Boinay.